Database Marketing: Use a Spending Index to Target Shoppers With Money to Buy

Putting the theory into practice requires analyzing your customer data and creating a model that profiles what best customers look like (i.e., purchasing habits, transaction history, demographics). The process is much like traditional best marketing practices. But from there a spending index tool can be appended to enhance the profile, determining which of the best customers truly have the capacity to buy. This profile also can be applied to rented lists to identify prospects that share your best customers’ characteristics. In this way, purchase capacity plus affinity to spend on a particular brand equals propensity to buy.